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  • Marketing Research of Sanus

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    Ro B In II
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    Sanus conducts marketing research to identify features and benefits, obtain feedback from customers, and measure attitudes. It uses this information to guide its marketing organization, led by the Chief Marketing Officer, with managers overseeing sales, advertising, and promotion. Sanus' action plan includes launching a trade promotion in January, creating buzz with samples. It will run an integrated advertising campaign in February and add consumer promotions like a contest in March, holding a trade sales contest in April and rolling out a new national campaign in May while promoting as a graduation gift and exhibiting at a trade show in June.

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    Sanus conducts marketing research to identify features and benefits, obtain feedback from customers, and measure attitudes. It uses this information to guide its marketing organization, led by the Chief Marketing Officer, with managers overseeing sales, advertising, and promotion. Sanus' action plan includes launching a trade promotion in January, creating buzz with samples. It will run an integrated advertising campaign in February and add consumer promotions like a contest in March, holding a trade sales contest in April and rolling out a new national campaign in May while promoting as a graduation gift and exhibiting at a trade show in June.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    11 views3 pages

    Marketing Research of Sanus

    Uploaded by

    Ro B In II
    Sanus conducts marketing research to identify features and benefits, obtain feedback from customers, and measure attitudes. It uses this information to guide its marketing organization, led by the Chief Marketing Officer, with managers overseeing sales, advertising, and promotion. Sanus' action plan includes launching a trade promotion in January, creating buzz with samples. It will run an integrated advertising campaign in February and add consumer promotions like a contest in March, holding a trade sales contest in April and rolling out a new national campaign in May while promoting as a graduation gift and exhibiting at a trade show in June.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    Marketing Research of Sanus

     Identify specific features & benefits


     Feedback from market tests, surveys & focus
    groups
     Measure & analyze customer’s attitudes
     Use customer satisfaction
    Marketing Organization of Sanus

    Chief Marketing
    Officer

    Sales Advertising Promotion


    Manager Manager Manager

    Regional Advertising Promotion


    Sales Analyst Analyst

    Regional
    Sales
    Action Programs of Sanus

     January
     Launch trade sales promotion campaign
     Create buzz by providing samples
     February
     Start an integrated print/ radio/ TV/ Internet campaign
     March
     Add consumer sales promotions such as a contest
     April
     Hold a trade sales contest offering prices
     May
     Roll out a new national advertising campaign
     June
     Add a tag line promoting the Sanus as a graduation gift
     Exhibit at the semiannual juice trade show

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